Riyadh, Saudi Arabia
Senior Commercial & E-Commerce Executive with 20+ years of experience driving digital transformation, marketplace expansion, and sales growth across Saudi Arabia, Egypt, and MENA. Currently leading Amazon.sa Marketplace with full P&L accountability, managing a 40+ member commercial team, and delivering double-digit revenue growth through data-driven sales, vendor partnerships, and cross-border expansion. Previously served as National Sales Director and Trade Marketing Manager with Procter & Gamble Distributor Egypt, managing large-scale operations, 50% of national business, and 30,000-store coverage. Core strengths: E-Commerce & Marketplace Leadership (Amazon, FMCG, Retail) P&L Ownership & Business Strategy Team Leadership & Sales Transformation Digital & Performance Marketing Cross-border Growth & Vendor Management Passionate about scaling high-performance teams, empowering sellers, and building sustainable business growth in the digital economy
• Lead nationwide sales and commercial operations, delivering 28× growth in marketplace revenue and profitability. • Manage P&L across multiple categories, ensuring sustainable top-line and bottom-line performance. • Build and mentor a 4-layer sales organization (50+ team members) driving regional execution and client satisfaction. • Develop and execute sales, pricing, and promotional strategies aligned with customer insights and market dynamics. • Partner cross-functionally with operations, marketing, and tech teams to ensure seamless execution and improved customer journey. • Strengthened relationships with top suppliers, enhancing operational efficiency and availability.
Job Description: • Handling P&G business in Cairo, Canal & Sinai. Reporting to The General Manager. • Managing 7 Unit Managers, 1 Trade Marketing Manager, 1 Distribution Extension Manager, 22 Supervisors and 150 Section Managers. • Responsible for achieving Annual, Quarterly & Monthly sales targets in both Volume and Value. • Scope of coverage 30,000 stores in all trade channels including (Retail, Wholesale, Sub-Distributors). • Planning and agreeing on annual Joint Business Plan with P&G covering the following: o Annual Sales Growth by (Category – Area – Trade Channel) o Sales Fundamentals KPIs (Coverage – Distribution – Pricing – Shelving - Merchandising) o Sales Force Structure • Responsible for Monthly Shipment Forecast (From P&G to El Amir). • Managing Sales Profitability (Stock on Ground – Cash Flow – Strategic Revenue Management). • Designing & Execution for Corporate Initiative Master Plan. Major Achievements: • Consistently achieved or exceeded annual sales growth targets over four consecutive years, delivering up to 112% value growth and outperforming volume and value targets across multiple categories and trade channels. • Expanded market coverage by 22% (adding 5,000 stores) and increased Core Range SKU compliance from 40% to 80% within three years. • Deployed two Golden Districts in Cairo, achieving 100% coverage and 80% golden store compliance. • Improved payment score from 0.3 days to 0.1 days, enhancing cash flow efficiency. • Recognised with Best In-Class Execution Awards for Pampers, Ariel Gel, and Always distribution excellence. • Scored 9.5/10 in the P&G Global Distributor Assessment, reflecting outstanding operational and sales execution.
Job Description: • Responsible for El Amir business. Managing a portfolio of 18 brands. • Responsible and accountable for monthly / annually target for the category. • Design and follow up on the execution of plans / trade strategies to deliver both sales targets and organization fundamentals. • Owner of all “Below the Line” budgets for the category. Responsible for planning, spending and tracking of these budgets across brands and across different trade channels. • Responsible for all POSM for the category in terms of deployment in the trade. Major Achievements: • Successfully achieved growth 2012-2013 “114% Volume and 116% Value” & 2013-2014 sales “107 Volume& 112% Value” for total portfolio. • Execute with excellence for the major launches “Ariel Pods, Pampers Super free Plus” • Launched & deployed 3 top projects: Retails Shelf out of stocks, 1 PS for more GS “1 Product supplier for more golden stores” in addition to deploying an internal retail audit.
Job Description: • Setting the action plans and following up to achieve company sales fundamentals objectives (Distribution, Pricing, Shelving and Merchandising) across the 2channels. • Responsible for setting monthly sales-out forecast for the unit. As well as daily tracking of sales-out vs. time gone (Per Channel – Per Brand). • Leading a special project to turn 1 city into golden city, i.e.: 100% Coverage – 100% Core Range Distribution / Visibility. Major Achievements: • Grow the self-service stores +10 points ahead of El Amir in terms of sales out • Executed with excellence Loyalty program for detergent shops with subsequent growth 2% for total the year. • Created a multi-functional team for the top key accounts • Sign Joint Business plan with the customers representing 80% of business
Job Description: • Responsible for 2 Modern Trade customers, including HyperMarkets, Supermarket and Discounters. • Understand customers’ systems, objectives, strategies and incentives. • Develop and implement plans to sell and grow P&G brands and win vs. competition in assigned stores. • Carry out distribution, shelving, display and pricing objectives in customers’ stores. • Participate in re-models and resets of customers’ stores. • Report and monitor customers’ results; and develop strong healthy relationships with customers. • Responsible for a special project addressing work-life balance for Section Managers. Major Achievements: • Turnaround Hair Care business at assigned customers, gaining an increase of 9% in-store value share. • Execution with excellence of Trade Terms at all customers to reach a hit rate of 100% for both shelf execution and Key Business Development visibility. • Minimizing OOS from 15% to 7% in a leading Hypermarket chain through changing the delivery and replenishment process. • Minimizing rejections rate from 18% to 4% through carrying out monthly database synchronization.
Job Description: • Managing 7 Section Managers and 5 Merchandizers • Setting the action plans and following up to achieve company sales fundamentals objectives (Distribution, Pricing, Shelving and Merchandising) across the 2channels. • Responsible for setting monthly sales-out forecast for the group. As well as daily tracking of sales-out vs. time gone (Per Channel – Per Brand). Major Achievements: • Achieving the highest growth on Beauty & grooming categories on a national level
Job Description: • Responsible for 9 Sub distributor covering 2,700 customers in Qaliobia • Select Sub Distributor according to a specific criteria to cover 6 to 7 villages • Design the coverage plan then coach the section managers on sales fundamentals • Manage the sub distributor shipment from El Amir , his claims & dues • Plan, organize & control the activities of Sub Distributors. • Achieve monthly sales & merchandising objectives as agreed with the Sub’D Major Achievements: • Activated 9 Sub Distributors in 1 year • Reach to 1 Million EGP. Incremental sales out per month
Job Description: • Responsible for 10 Section Managers covering 3,000 small and medium traditional • Coach the section managers on sales techniques in the field. • Check & follow up on the team performance • Managing the team to achieve volume, distribution and golden stores targets ensuring winning wherever people shop.